The work that Mayra Vasquez, therapist and founder of MINDplexcity, is doing around mental health was extremely exciting to us at MCA. She specializes in serving BIPOC clients and multi-racial couples—an underserved and often misunderstood audience. She also has a way of explaining complex mental health concepts through metaphor, bringing more people in to see the importance of mental health.

Pain Points

What good is an incredible message if no one can hear it? Despite an expensive monthly budget for Google ads, Mayra wasn’t reaching her audience. The MINDplexcity website was failing to come up on search pages. Because Mayra had trouble channeling herself authentically on social media, her account was stagnant. Finally, MINDplexcity doesn’t accept insurance, so Mayra needed help finding the clients in certain income brackets.

Goals

Mayra hoped to fill her schedule with additional clients, build a waiting list, and maintain a steady stream of new inquiries. In the future, Mayra plans to build a practice where therapists of color can serve their own communities, and this requires growth monetarily and in awareness.

Solution

We sharpened the message of MINDplexcity by clearly defining the mission, core values, and identity of Mayra’s brand. We then designed a new website and social media strategy around this messaging. Together with a new sharpened branding aesthetic, the result was a distinctive look and feel which stands out from other mental health messaging. We developed a content strategy that delivers consistent and topical blog posts and social media content, we focused on creating SEO-rich content to increase organic growth and traffic to her site.

Results

Our redesigned website receives more website traffic, and thanks to consistent calls to action, we have potential clients scheduling free consultations each month. Our social media content results in more promising clients thanks to our sharpened messaging. MINDplexcity receives organic traffic driven by the blog posts we’ve been creating, and founder Mayra receives more monthly inquiries form submissions without spending on digital media.

Scroll down to see screenshots and visuals!

Rebranding, including logo design

Before

Mayra was trying to capture a human element in her logo, but it lacked the dynamic warmth of her services.

After

Our Creative Director, Richard Sanderson took inspiration from a painting Mayra had created, as well as this quote from one of our conversations:

“My foundation and who I am is made of so many things. I’m impacted by the times, culture, finances, religion, gender roles, and generations of family trauma spanning decades and decades. I’m not just one of these things, but all of it at once—layers on top of layers. I see everyone like that.”